Walking in large spaces like hospitals, airports, and shopping malls can be overwhelming in today’s fast-paced, ever-evolving environments. Traditional wayfinding solutions, although practical, often rely on assumptions about human behaviour that may need to account for individual navigation patterns. Modulex has introduced Verifind, a wayfinding innovation that integrates eye-tracking technology to tackle this. Martha McRobb, Special Projects Lead at Modulex, discusses how Verifind is changing wayfinding.

“Verifind is an innovative wayfinding solution that combines the power of eye-tracking technology with the science of navigation,” Martha explains. “By analysing real-time gaze data, we can track where users look and how they interact with their surroundings. This allows us to optimise signage, on-screen directions, and other visual cues naturally and intuitively for the user.”

Martha emphasised the real-world testing: “We’re testing wayfinding in the environment where it occurs—hospitals, airports, retail spaces, you name it. Eye-tracking helps us understand how users move through these spaces and react to visual stimuli.”

A Data-Driven Wayfinding Solution

Traditional wayfinding systems often rely on subjective opinions or standardised assumptions about how people navigate spaces. Martha describes how Verifind breaks the mould: “What sets Verifind apart is the dynamic, data-driven approach. Instead of relying on guesswork, we gather real-time information on where users focus their attention. We can provide immediate, context-sensitive insights to improve navigation systems.“

She adds, “It’s beneficial in large, complex spaces where people tend to get lost or disoriented. Verifind ensures that the signage and guidance adapt to users’ natural movements, making the process much smoother.”

The Inspiration Behind Verifind’s Eye-Tracking Technology

When asked what inspired the development of Verifind, Martha shares the motivations behind this breakthrough technology: “There was a clear need in the industry for a way to measure how effective wayfinding solutions are. While we always trust that designers—ours included—are doing a great job, we needed a data-backed way to assess and improve these systems. Eye-tracking had already been used in market research, so we thought, ‘Why not apply this to wayfinding?’ By understanding how people naturally scan their environment, we can create navigation solutions to anticipate their needs.”

Complex environments often present unique challenges for traditional wayfinding systems. Martha shares how Verifind provides a deeper understanding of these challenges: “In spaces like hospitals, where ceilings might not be flat or straight, people often struggle to find traditional hanging signage. With eye-tracking, we can see where users are looking first, allowing us to adapt signage placement based on those behaviours.”

She adds, “Instead of just adding more signs—which can overwhelm and confuse users—eye-tracking allows us to make targeted design improvements. It’s not about adding more, but about adding smarter.”

Trillium Health Centre, Ontario, Canada

Verifind’s Impact on Different Environments

Verifind has already made waves in multiple sectors. “So far, we’ve conducted case studies in hospitals, which are particularly complex environments due to the emotional and cognitive stress that visitors are often under,” Martha states. “When stressed, people don’t navigate like they would on a casual day out. Testing in these environments has shown us how effective Verifind can be in real-world, high-pressure situations.”

She also mentions plans: “We’re in talks to bring Verifind to airports, starting with Copenhagen, and potentially other international hubs. Eye-tracking has already shown significant results in airports through our partnership with Tobii, and we’re excited to expand this technology further.”

One of Verifind’s most important aspects is its potential to cater to diverse navigation needs, including those with neurodivergent conditions. Martha explains, “We had a study participant with Asperger’s, and it was fascinating to see how they interacted with signage. Their expectations were very structured, and it disrupted their routine if something wasn’t where they anticipated.”

She continues, “We also studied with a dyslexic student at Copenhagen Business School. We tested different fonts, spacings, and colour combinations to see what worked best for her. Eye-tracking showed us how long it took her to read the signs and find her way, offering valuable insights into how to make wayfinding more accessible.”

Copenhagen Business School’s Graduate House, Denmark

Ethical Considerations in Eye-Tracking Technology

With great innovation comes responsibility, and Verifind is no exception. “One of our top priorities is ensuring that the data we collect is anonymised and secure,” Martha emphasises. “We ensure that participants feel comfortable during testing and that there’s no bias in the data collection process. We aim to improve wayfinding systems, not push unnecessary changes onto clients.”

She further explains, “We’re very transparent about our process. If the existing signage works well, we’ll say so. There’s no agenda to find problems where there aren’t any.”

Future Applications of Verifind in Built Environments

Currently, Verifind is primarily being used in existing built environments. Still, Martha shared some exciting plans for the future: “We’re looking into integrating Verifind with virtual reality to test signage placement and navigation in environments before they’re even built. Imagine being able to design an entire wayfinding system virtually, test it using eye-tracking technology, and only then implement it in the physical space. This could save companies significant costs while reducing carbon emissions.” She added, “That’s Verifind 2.0, and while we’re not there yet, we’re certainly working towards it.”

A New Era of Wayfinding

Martha McRobb’s insights into Verifind demonstrate that we are on the cusp of a new era in wayfinding solutions. Verifind promises to improve how people navigate complex environments by combining eye-tracking technology with data-driven design. As Martha put it: “We’re not just helping people find their way—we’re making the journey smoother, more intuitive, and more human-centred than ever before.”